#CampariRoad Campaign

In November 2021, Trans Beverages Co., Ltd.—the South Korean distributor of Campari Group (a major player in the global spirits industry)—has launched a seven-month online-to-offline marketing and promotional campaign titled “Campari Road” to keep the community of Seoul cocktail lovers together during the pandemic lockdown. The campaign is aimed to help consumers in heading off COVID-19-related depression, as well as to support Seoul-based bar venues that are having a hard time. The hospitality industry was one of the hardest hit by the pandemic in 2020, with pubs and bars closed to protect public safety. The focus on social distancing interrupted consumers' lifestyles and opportunities for socializing; however, with the invention of vaccines, 2021 was marked by a firm hope to overcome the pandemic situation and return to normal life, including traveling around the world.
Under #CampariRoad campaign, information about 15 Seoul-based bars and campaign teasers were published on the Campari Korea Instagram page. The Instagram followers were asked to post Campari-related content to their accounts (with hashtags #Campari #CampariRoad) and send their personal information (name, date of birth, address, phone number) in a direct message. Then they were sent a special Campari Road pack, consisting of a personalized passport, 3 designed stickers, and two experience-pass tickets. Consumers who received this special package were invited to visit the bar and after showing tickets taste Campari cocktails, as well as fill out a Campari passport with a specially designed stamp and stickers. After they were asked to scan QR-code on passports and share their experience through the Campari Road Instagram page. Every 2 months, two winners are selected and announced, they are additionally sent commemorative prizes. As such, #CampariRoad campaign supports and encourages consumers to keep doing what they love whilst also supporting and promoting bar venues.
In its first phase (from 10th Dec. 2021 to 31st Jan. 2022), the campaign was supported by fifteen bar venues. It is expected that by the end of the campaign (end of May 2022) the number of collaborating bars will reach 50 and the number of participating consumers will exceed 1000.